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 Voltas Limited

Account Strategy [Template]

[Account Company Name]

Drafted by: Mayank Sareen

9999130889
Table of Contents

Section 1: Business Overview

Section 2: Key Business Initiatives

Section 3: Customer Relationship Landscape

Section 4: Customer Products and Revenue

Section 5: Account Competitor Analysis

Section 6: Buying Process and Selling Points

Section 7: Relationship Goals and Strategy

Section 8: Sales Opportunities, Targets, and Risks

Section 9: Action Plan

Section 1: Business Overview
Voltas is an Indian company within the Tata Group known for its engineering and air conditioning
expertise. They provide services and products in HVAC, refrigeration, and electro-mechanical projects,
both in India and internationally.

Fast Facts
Company Name: Voltas Limited
Company Location: Mumbai
Company Website: https://www.voltas.in/
Industry: Home appliances

Year Founded: 1954

Annual Revenue: ₹9,667.20 crore
Number of Employees: 8,800+

Point of Contact at Company Name: [Insert POC Name]

Email Address: [Insert POC Email]
Phone Number: [Insert POC Phone Number]

Company Vision, Mission, and Goals

Vision: Drive Value through Smart Engineering.

Mission: We will offer our customers appropriate engineering solutions in the form of products,
projects and services of superior value in our areas of expertise and experience - air
conditioning, refrigeration, electro-mechanical works, water management and industrial capital
equipment - so as to build and sustain market leadership.

Goals: Voltas' primary goals include customer satisfaction, innovation, market leadership,
sustainability, global expansion, employee development, and regulatory compliance.

Company Target Market(s)

Buyer Personas: Homeowners, renters, business owners, facility managers.
Demographics: Varied by location and customer type.
Psychographics: Comfort and energy efficiency seekers for residential buyers, and cost-
efficiency and reliability for commercial buyers.
Location: Nationwide in India, especially urban and semi-urban areas.
Section 2: Key Business Initiatives
Voltas prioritize understanding customer needs, solving their problems, and aligning its strategies with
these needs in each market segment. By emphasizing quality, sustainability, and compliance, while also
planning for growth and fostering strong customer relationships, Voltas can secure a competitive
advantage and ensure customer loyalty across its diverse business initiatives.
To drive strategic growth and customer loyalty, Voltas focuses on meeting customer value expectations,
addressing pain points, aligning with customer goals, differentiating itself in each segment, emphasizing
sustainability and compliance, planning for growth, ensuring customer satisfaction, and exploring
opportunities for cross-segment collaboration and bundling.

Short-, Medium-, and Long-Term Priorities

Short-Term (1-2 years):
 Customer satisfaction and pain point resolution.
 Regulatory compliance.
 Immediate product quality and innovation.
 Customer support improvement.
 Cross-segment opportunities.

Medium-Term (2-5 years):

 Market expansion and sustainability.
 Ongoing innovation and competitiveness.
 Global growth and diversification.
 Employee development.
 Long-term customer relationships.

Long-Term (5+ years):

 Sustainability leadership.
 Regulatory adaptation.
 Sustained customer loyalty.
 Geographic and sector expansion.
 Technological advancement and innovation.

Key Projects
The following are the key projects of Voltas and how our company will help as an authorized
service provider to assist Voltas:

Residential Cooling Solutions:

As an authorized service provider for Voltas, we offer installation, maintenance, and repair
services for their residential cooling products. Our prompt, reliable service ensures efficient and
comfortable home cooling, enhancing customer satisfaction and trust.

Commercial Cooling Solutions:

In the commercial sector, our role as an authorized service provider focuses on HVAC system
maintenance and servicing. This minimizes disruptions, keeps businesses running smoothly, and
maintains a productive environment for employees and customers.

Key Performance Indicators (KPIs)

Key Performance Indicators based on the key projects of Voltas are outlined a

Residential Cooling Solutions:

 Customer Satisfaction: Measure the satisfaction levels of residential customers who have
availed our installation, maintenance, and repair services to evaluate the service quality.
 Response Time: Track the time it takes for our service team to respond to customer requests
and initiate service.
 Equipment Uptime: Monitor the percentage of time customers' cooling systems are
operational after our maintenance and repairs.
 Customer Retention: Measure the rate at which residential customers continue to use our
services over time.

Commercial Cooling Solutions:

 Downtime Reduction: Monitor the frequency and duration of downtime due to cooling
system issues and track the reduction achieved through our maintenance services.
 Preventive Maintenance Completion: Ensure the completion of scheduled preventive
maintenance visits to prevent system breakdowns.
 Cost Savings: Evaluate the cost savings achieved by businesses as a result of minimized
downtime and improved energy efficiency.
 Customer Feedback: Collect feedback from commercial clients to assess the quality of our
service and identify areas for improvement.
Section 3:
As an authorized service franchisee, our primary contacts are the Area Service Manager (ASM) and the
Branch Service Manager (BSM) in the region where we operate. Initially, we will establish service
agreements and logistics with them. Over time, our relationship will evolve, involving more
collaboration, focusing on service quality, customer satisfaction, and potential expansion. Additional
stakeholders like support teams may also become important contacts.

(Ideal) Client Profile

Job Title: Area Service Manager (ASM)

Role: The Area Service Manager will be responsible for overseeing service operations in a
specific geographic area. They play a pivotal role in coordinating service activities, ensuring
customer satisfaction, and meeting performance targets of the assigned area.

Customer Interaction History

 Initial Interaction: Your initial interaction with the ASM might involve establishing your
service franchise, discussing service level agreements, and aligning on key performance
expectations.

 Outreach Attempts: Initial contact made with Area Service Manager (ASM) and Branch
Service Manager (BSM) to establish the service franchise. Regular meetings and
communications to discuss service level agreements, performance expectations, and
logistics.

 Project Status: Successfully launched the service franchise in the specified area. Established
a reliable track record for providing installation, maintenance, and repair services for
residential and commercial cooling solutions.

 Lifecycle Stage: In the growth stage of the customer relationship, transitioning from initial
agreements to more collaborative interactions. Focusing on improving service quality,
minimizing downtime, and addressing customer feedback.

Stakeholders
#From the Service Franchisee's Side:

Name: Mayank Sareen

Role: Owner of the service franchise.
Preferred Contact Method: Personal meetings, Email and Phone.

Technicians
Role: Service technicians responsible for the hands-on maintenance and repair work.
Preferred Contact Method: Direct communication through team meetings or phone.

#From Voltas' Side:

Area Service Manager

Role: Oversees service operations in the specific area where the franchise operates.
Preferred Contact Method: Personal meetings, Email and Phone.

Branch Service Manager

Role: Manages service operations at the specific state of that area.
Preferred Contact Method: Email – Formal Communication through Emails.

Customer Support Representative

Role: Handles customer inquiries and service requests.
Preferred Contact Method: Email or Phone through the main customer support contact.

Parts Procurement Personnel

Role: Manages the procurement of replacement parts and materials.
Preferred Contact Method: Email or direct communication for parts ordering.
Section 4: Customer Products and Revenue
To be more than a vendor, we will provide top-quality service, prioritize proactive maintenance, and
maintain a customer-centric approach. We also collaborate closely with Voltas, adhere to their standards,
and stay flexible to grow together, which makes us a valued partner rather than just a vendor.

Whitespace Analysis
Within Voltas' residential and commercial cooling solutions, there is a degree of customer
dissatisfaction stemming from factors such as service delays, inadequate maintenance, limited
communication, and a lack of proactive service. Our franchisee aims to rectify these issues by
offering prompt service, proactive maintenance, enhanced communication, and a strong
customer-centric approach. This ensures timely responses, fewer breakdowns, improved
support, and overall customer satisfaction, aligning with Voltas' goal of exceptional service.

Sales Performance
As an authorized service franchisee for Voltas, our revenue from this account primarily comes
from service-related activities. While the specific revenue figures can vary, the main
contributors to our revenue from Voltas are as follows:

 Installation Services: Revenue generated from installing residential and commercial cooling
solutions.

 Maintenance Contracts: Recurring revenue from regular maintenance plans for cooling
systems.

 Repair Services: Income from diagnosing and repairing cooling system issues.

 Emergency Services: Revenue from immediate repair services for critical issues.

 Customer Support Contracts: Additional income from extended customer support contracts.

Margin Performance
The profit generated from our service franchisee from the account Voltas depend on the volume
of customers, the scope of service contracts, and the overall demand for installation,
maintenance, and repair services. Our profit is derived from a combination of installation fees,
recurring contract revenues, and fees from repair and emergency services.
Section 5: Account Competitor Analysis
Every company worries about its competitors, and if you want to partner closely with your key account,
you should care, too.
Based on your research on and conversations with representatives from your account, compile a list of
your account’s competitors, as well as its comparative strengths and weaknesses.

List your customer’s:

Account Competitors
[List your account’s key competitors.]

Competitors’ Strengths
[List your account’s key strengths in comparison to its competition. This can be formatted as a
list of strengths that the competition does not have, or as a chart comparing your company’s
strengths linearly to competitors.]

Competitors’ Weaknesses
[List your account’s key weaknesses in comparison to its competition. This can be formatted as a
list of weaknesses that the competition does not have, or as a chart comparing your company’s
strengths linearly to competitors.]
Section 6: Buying Process and Selling Points
This section should outline how and why the account chose (or will presumptively choose) you to partner
with. Consider where your account is with you at this stage and why it would need you.

The Buyer’s Journey

[For existing accounts, explain the process of the buyer’s journey – the timeline, the lifecycle
stages, and where the account is now. For prospects, highlight a projected buyer’s journey and
the timeline for how you’ll get the account from stranger to customer.]

Content & Channels

[Think about what information your buyers consume – specifically pertaining to your industry
and your product – and where they might consume that information.]

Evaluation Criteria
[What factors does/did your account consider before purchasing, and do you fare in these
categories, and what lessons did you learn about your performance in these categories for future
sales?]

Key Decision Criteria

[What factors are the most important for the person or people you sold (or are selling) to? How
did you (or how do you expect to) win with your performance in these criteria?]
Section 7: Relationship Goals and Strategy
No matter where you are in your relationship with your account, you should have a clear idea of how you
want it to progress – be it acquiring the customer or setting policies in place to upsell or maintain the
current arrangement.

Current Relationship Status

[What are you to the account at this time? (Potential) Vendor, Preferred Supplier, Planning
Partner, Trusted Advisor, etc.]

Core Business Partners

[Are any other accounts, companies, or customers involved in this relationship, and if so, to
what extent?]

Relationship Target

[What relationship status or lifecycle stage do you want this account to achieve, and by when?]

Relationship Progression Strategy

[What process will you plan and execute on to progress your account to your desired stage?]
Section 8: Sales Opportunities, Targets, and Risks
In this section, list out the products/services that will help your account attain its goals, alongside revenue
goals/projections and any blockers or potential objections.

Products & Services

[List the products(s) and service(s) you intend to sell or have sold to this account. Include each
line item’s price point, quantity, and how long each will last for the customer before
renewal/reorder.]

[Time Period] Revenue Goals

[For the time period of your choosing, what are your revenue goals for this account?]

Cross-sell & Upsell Opportunities

[Outside of previously listed opportunities, what can or will you pitch as a cross-sell or upsell
opportunity as your relationship with the account strengthens over time?]

Risks, Barriers, Limitations, and Operational Restrictions

[What issues lie in the way of selling, cross-selling, or upselling your account on any of the
above mentioned line items? Address how you will counter them – if possible.]
Section 9: Action Plan
All of the previous content should lead up to this section. Outline what steps your company will take to
secure this account’s business for the long term. Specifically, this section should address the following
areas:

Top Five Objectives

[What are the five predominant deliverables and expectations from this initiative. It can be
revenue, a contract length, and order size, a timeline, or anything else you determine to be of the
utmost importance.]

Map Critical Resources

[List the resources available to your team for this project. Examples include your ABM
Software, customer retention manuals, how to sell documentation, communication methods for
the team, the account’s company website, and more.]

Assign Tasks and Key Stakeholders

Using the DACI framework, outlines who is responsible for contributing to this project and what
role each person has. Specifically, highlights who the driver of the project is, any approvers of
specific parts of the project, contributors who handle deliverables, and those who need to
remain informed. There is a DACI framework template attached below.]
 Driver Accountable Contributor Informed

Name Name Name Name

Email Address Email Address Email Address Email Address
Responsibility Responsibility Responsibility

Name Name Name

Email Address Email Address Email Address
Responsibility Responsibility Responsibility

Name Name Name

Email Address Email Address Email Address
Responsibility Responsibility Responsibility
 Featured Resource
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